Ask yourself if you know someone who is either based in the Middle East, wants to visit or has already visited. Yes. Most of us do.
The region is reportedly welcoming more foreigners than ever before. It’s no surprise.
The UAE (Dubai, Abu Dhabi) is easily the most recognised tourist-destination in the region. Saudi Arabia is building some of the most ambitious projects the world has ever seen. Qatar just hosted the FIFA World Cup, becoming the first Arab nation to ever host the epic event since 1930.
There’s over 480 Million people across the Middle East compared to 376 Million in North America. We’re fans of bigger families out here so expect that to grow quicker than most regions. Why does this all matter?
BIG change and MORE choice is where creators thrive.
I’m not talking about the everyday change we’re all used to. In the Middle East, the fabric of society is changing. People are experiencing things in their home countries that the generation before them likely wouldn’t have dreamt about.
More interestingly, young people in the Middle East have far more choice than ever before. In the entertainment they consume, in their connectivity to the rest of the world and in deciding who they want to be. Whilst more choices don’t necessarily mean more freedom, (Excellent TED Talk on this if you’re interested), it does mean we have the option to truly, positively impact many more peoples lives.
Last year I was on an ITP panel with two incredible creators based in Saudi Arabia: Topz and Hanody. Thanks Chris (former ITP) for setting this up. We were discussing how creators in the Middle East were approaching content.
Here are 3 interesting takeaways from that chat:
- They naturally bring people together. Creators in the Middle East share a common language but there’s such a rich variety of cultures across the region. Audiences across the Middle East realise through their favourite creators that they’re more alike one another even with the cultural differences across the region. This power to unite people should not be underestimated.
- Government encouragement. This one’s really unique to the region. Governments across the Middle East are investing in the creator economy and in creators themselves. They’re actively encouraging younger people to have an online voice and entertain. In some cases, like the UAE, government entities are even incubating local creators and giving them the resources to go from micro to macro.
- Creators can change lives. Whilst the luxury of the Middle East is what everyone talks about, there’s more countries full of people struggling to make ends meet. Creators can do more than entertain people here. They can literally change peoples lives with $ that most take for granted in most places of the world. The Islamic culture rewards and encourages helping those less fortunate than you. Young content creators can be both entertaining and help people a lot easier than those in the US.
Personal plug: We’ve just launched 8Flamez. We’re on a mission to transform the creator space across the region. This isn’t a boring talent agency or a content play. It’s currently the home of the biggest creator in the Middle East: AboFlah. 8Flamez will sprinkle jet fuel on creators making the biggest impact across the Middle East.
We’re building out AboFlah’s creative team and looking for more people to add to the AF crew. Starting with a video editor, a thumbnail artist and a content producer. Every single person on his team need to be the absolute best at what they do.
If you think that’s you or know someone phenomenal, here’s a link.
Mr Beast, we’re coming for you.